Trust is a new form of brand equity. It is commonplace for corporations to use sentiment and reputation as means to track brand health. However, there is a tertiary signal often overlooked which can be argued is the most important to measure: trust. Although correlated, sentiment, reputation and trust are not interchangeable.

“Measuring Trust: A Prerequisite to Unlocking Growth” identifies and describes the unique contribution that trust makes to assessing company and brand health and presents an argument for why tracking trust should be a C-suite imperative.

Too often, an ongoing measurement of trust is missing when companies are developing a strategic view of how they are perceived in the world. Understanding the full power of trust will help a company transform its business model as well as create new categories and markets.